Head of Marketing, Core Brands

Enrich Your EverydayAt Accolade Wines, our purpose is to enrich everyday moments through our amazing wine brands. It goes without saying that everything we do as an organisation and as individuals is in service of fulfilling this purpose.

As one of the world’s leading wine companies, our award-winning portfolio includes loved brands such as Hardys, Grant Burge, St Hallett, Petaluma, Croser, Banrock Station, Mud House, Jam Shed, Tatachilla, Brookland Valley and many more.

The driving force behind our business is our people, their expertise, their passion and their professionalism. With over 1,100 dedicated employees in Australia, the UK, Europe, Asia, South Africa, New Zealand and North and South America, it is our teamwork that sets us apart.

Role Details

The Head of Marketing – Core will lead Accolade Wine’s Core Marketing team to profitably grow our sales by engaging and exciting consumers with market leading, insight-led activations in an omni-channel environment.

This role will be required to develop and deliver the long-term marketing strategy for our Core brands, as well as the annual brand activity plan. The incumbent will take a long-term view to deliver against opportunities and increase volume, revenue and profit.

This role will contribute to the development of brand identity and positioning for existing and new brands within the Core market, as well as recommend the appropriate architecture for Masterbrands within the Core portfolio. It will lead the development and ongoing management of brand campaigns across multiple channels, working with subject matter experts across the Marketing team and wider business to deliver best-in-class outputs. The role will be responsible for management of A&P budgets and will be required to sign off in-market activity, prior to final Marketing Director / MD approvals as required.

Management of internal brand communication will be a key responsibility of this role, as will engaging and exciting the wider business and our customers with our brands and plans. In addition, this role will play an important role in our external communication of our strategies and plans to customers (e.g., retailers) and will maintain trusting relationships with our marketing agencies.

The role will be responsible for developing the innovation pipeline within the Core marketplace, across both existing brands and including the development of new brands. The team will be responsible for the development of winning propositions, leading cross-functional teams through an innovation Gate process, and activating launch and sustain activities across multiple channels.

The Head of Marketing – Core, will lead a team of Senior Brand Managers, Brand Managers, Assistant Brand Managers, and Marketing Assistants. They will coach and develop the team to high performance and provide clear strategic direction.

Your Key Accountabilities

Brand strategy: development and refinement of brand identity, positioning, and architecture across existing and new masterbrands

Brand strategy: development of long-term strategy for all brands within portfolio, laddering down from regional strategies and targets and aligned to deliver short term targets for the portfolio

Brand strategy: leadership of the annual brand planning cycle across the portfolio, delivering best-in-class activity plans that are aligned to brand objectives, consumer needs, category drivers and customer JBPs

Management of annual A&P budgets, including monthly reconciliation and driving a culture of efficiency and efficacy with portfolio spend

Brand activity: lead the portfolio team in the development, production and evaluation of all marketing activities across multiple channels, working with subject matter experts across consumer connections, creative strategy, shopper and category to deliver outstanding omnichannel campaigns built on consumer insight. Sign off of all in-market activity, prior to final Marketing Director / MD approval (as required)

Innovation: lead new product development process for portfolio from core consumer insight and opportunity identification through to post-launch review. Includes delivery of all Gate materials to an exceptional standard, co-ordination with cross functional teams to deliver Gate requirements, and communication with Commercial teams and retailers to deliver in market

Demand planning and allocations: portfolio marketing lead for all demand planning conversations, including decisions on allocations and SMI activities. Key contributor to SKU Rationalisation decision making and leader of product exits as required

Performance: driving a high performance culture, coaching team members to regularly monitor and review brand performance in market and proactively recommend (in conjunction with Commercial team leads) acceleration or course-correcting activities based on P&L performance

Capability and development: play a leadership role in developing and coaching outstanding brand marketing talent, including recruitment as required, team capability delivery, and personal development

Relationships: build effective working relationships across the Accolade business, as well as with key customers and external suppliers (such as marketing agencies)

Other Accountabilities Include

Your Knowledge and Skills

Ability to think strategically, commercially and creatively

Strong leadership skills and an ability to make things happen

Collaborative worker

Excellent interpersonal skills, capable of building strong sustainable business relationships at various levels throughout organisation and with customers

Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact

Outstanding communication skills, both verbal &written

Outstanding presentation skills to senior and varied audiences

Develop self and others

Ability to work autonomously

Proactive

Solutions focused

Results driven

Sophisticated business planning and execution

Business/financial acumen

Creating and executing plans and solutions in collaboration with the customer

Knowledge of in-store shopper purchasing behaviour in order to develop effective in-store merchandising programs

Proven project management skills, delivery of campaigns on time and within budget

High level planning/ prioritising skills, effective at managing a range of projects at any one time

Coaching and Growing Talent

Strong leadership skills and an ability to make things happen

Ability to develop self and others

Ability to demonstrate the Accolade Behaviours as a role-model to the business.

Strategic Agility

Ability to think strategically, commercially and creatively

High level planning/ prioritising skills, effective at managing a range of projects at any one time

Solutions focused

Results driven

Ability to evaluate creative concepts and executions based on creativity, strategic alignment and consumer impact

Essential Qualifications

University degree in business, marketing or related discipline

Minimum 10 years’ experience in FMCG (wine/liquor preference), with at least 8 of these years in Marketing/Brand

Proven ability to develop and lead insight led marketing initiatives that drive competitive advantage demonstrating an understanding of what motivates consumers

Experience in planning, building and monitoring annual business plans

Demonstrated reputation for customer engagement with ability to drive mutual business results

Strong commercial acumen and understanding of the impact of customer spend on channel profitability with thorough ROI process understanding. Experience in managing budgets and tracking spend effectiveness

Demonstrated ability to achieve targets and meet challenging deadlines

Experience in leading a diverse team and developing marketing capabilities

Knowledge of basic sales management concepts (e.g., sell-in process, trade promotion and pricing, category management, feature/benefit selling, distribution/channels)

Wine knowledge & passion

Physical And Other Requirements

This position is based in our Sydney office with hybrid working (3 days from office, 2 from home). Some business travel and occasional out of hours calls will be required

Our Company Values

Leadership

Innovate

Focus

Ownership

Results

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